Systems and Methods for Immersive Advertising

ABSTRACT

The invention is directed to systems and Methods for immersive advertising on a wide area network, such as the Internet or World Wide Web. Immersive advertisements are customized presentations developed and imbedded within the body of web content. They can take the form of non-static images imbedded within a configurable primary image model or they can be a non-configurable, highly stylized, and animated component imbedded within the content of a web page.

A portion of the disclosure of this patent document contains materialthat is subject to copyright protection. The copyright owner has noobjection to the facsimile reproduction by anyone of the patent documentor the patent disclosure, as it appears in the Patent and TrademarkOffice patent file or records, but otherwise reserves all copyrightrights whatsoever.

FIELD OF THE INVENTION

The present invention is directed to improved systems and methods foradvertising and, in particular, to improved systems and methods forimmersive advertising on a wide area computer network such as theInternet or World Wide Web.

BACKGROUND OF THE INVENTION

The substantial deployment of fiber optics by telephone and cabletelevision companies has created an infrastructure capable oftransmitting billions of bits of data per second through these networks.Advancements in digital video compression technologies further make itpractical to digitize and send high-quality full motion video inaddition to audio, text and graphics over these networks.

The confluence of digital signal processing, microelectronics andelectro-optic technologies will permit the deployment of interactiveswitched digital broadband networks and the distribution of two-way,real-time, interactive programming and services. As the cost of datastorage and processing is reduced, these networks will becomeincreasingly cost effective, providing unlimited opportunities forbusinesses to develop new products and services and to deliver theircurrent offerings more efficiently.

As the Internet has emerged into a global marketplace over the pastdecade, numerous companies have attempted to advertise and sell theirrespective products using the Internet and, in particular, the WorldWide Web. This marketing usually falls into one of two categories,either placing “banner advertisements” on a particular web page or usingan entire web page or web site as an advertisement.

A banner ad is a small advertisement placed on, but discrete from thecontent of, a web page. Typically, these ads are clickable, meaning theyprovide a hypertext link to the page being advertised. Banner ads areadvantageous because they can be placed on web pages with a large numberof visitors or on web pages with a particular type of visitor. However,banner ads are typically static and unsophisticated and, thus, gounnoticed. Additionally, when noticed, banner ads are often seen asdisruptive and unwanted because they are not integrated with the webpage content.

The second category of advertising includes web pages or even entire websites that serve as advertisements. An example of this type of onlineadvertising is the catalog web site. These sites are very similar to anactual catalog, offering pictures, descriptions and prices for the goodsor services along with a means for purchasing the goods or services.While this type of advertising offers the advantage of focusing thevisitor's attention on the advertising content, the sites are usuallyonly accessed by visitors intentionally looking for specific informationabout the goods or services advertised on the web page. Thus, the numberof visitors tends to be low, and these visitors are rarely potential newcustomers. Instead, the web site merely services existing customers.

Therefore, a strong need exists for a method of advertising that can beintegrated with the content of a high traffic web site without beingintrusive and that can increase sales by attracting new potentialcustomers. A further need exists for methods of online advertising thatinvolve the consumer and that require real-time consumer input andinteraction, therefore enhancing the user's experience with the productor service being advertised.

SUMMARY OF THE INVENTION

Immersive advertisements are customized presentations developed andembedded within the body of web content. Rather than distracting a userwhen the user visits a web site, this form of advertising actuallyenhances the imagery presented to the user and provides him or her withinformation and entertainment. Furthermore, the methods and systemsdescribed herein enable the user to experience a more intimate andpersonal connection with the product or service, because the user isinvolved in customizing the product or service as well as the adshowcasing the product or service. Moreover, the methods and systemsdescribed herein enable the user to direct and interact with theadvertisement in real-time.

In a preferred embodiment, an immersive advertisement can take the formof non-static images embedded within a primary image model. Thenon-static images preferably comprise professionally directed andproduced presentations, which may be created using multimediatechnologies known to those skilled in the art. Additionally, thesenon-static images may be configurable by a visitor to the web page.

In another preferred embodiment, an immersive advertisement can be ahighly stylized, animated component embedded within the content of a webpage. In this embodiment, the immersive advertisement would preferablyblend into the presentation in a manner that is graphically appropriate.

In yet another preferred embodiment, an immersive advertisement isdisplayed as a static image in a compilation of images concentratedwithin a web page. Rather than being discrete, banner type ads, staticimmersive advertisements are focused on, and blend with, the overallexperience or feel of the web site.

In another preferred embodiment, a system for performing immersiveadvertising may include an advertising sequence, an image database, agraphical user interface (GUI), a presentation web page, an applicationserver and a logic program. The advertising sequence is stored in amemory and includes a plurality of single frame primary image models.These single frame primary image models may be created using numerousavailable technologies, such as video, film, or still frame photography.The image database contains a plurality of fill images, which caninclude still frame images or dynamically altered components of thesingle frame primary image models. The logic program provides a meansfor a user, via the GUI, to configure the advertising sequence using theimage database, wherein the user may select fill images to be displayedwithin single frame primary image models. The resulting advertisingsequence may then be displayed at the presentation web page.

In a preferred method of immersive advertising, which may take place ona wide area computer network such as the Internet or the World Wide Web,an advertising sequence is stored in memory. This advertising sequenceincludes a plurality of single frame primary image models and aplurality of fill images that are configurable within the primary imagemodels. A GUI is provided, which may be a web page that allows a user toselectively configure the fill images within the primary image models.In so doing, the advertising sequence may be customized based upon theuser's selective configuration. The advertising sequence may then bedisplayed on a presentation web page.

In yet another preferred embodiment, a method for advertising productsand services over a global computer network is presented. This methodinvolves the use of a networked computer and comprises the step ofproviding an interactive video clip and delivering it electronically toa consumer terminal. The video clip can comprise three-dimensional datastored in the networked computer and accessible by a remote user.

Further steps include providing a graphical user interface that enablesthe remote consumer/user to interact with the video clip in real-time.The graphical user interface can enable the user's keyboard or joystickor other input device to start, stop, speed up, slow down, change theperspective of, alter the characters or products used in, or alter thescenery involved in an interactive advertisement. The video clip cancomprise digitized video-taped or filmed images as well as computergenerated or hand drawn and digitized images displayed in rapid sequenceframes.

Another step involved in this method is to provide a searchable databaseof products and services, and to enable the consumer to mix and matchproducts and services by choosing different products and services fromthe database. This method allows the consumer to dynamically create acustomized advertisement, which can be delivered in an interactivesetting.

For example, the consumer may be viewing a static advertisement of aFerrari (Registered Trademark of Ferrari North America or FerrariS.P.A.). The consumer can load the Ferrari with accessories chosen bythe consumer, such as a Sony (Registered Trademark of Sony Corp.) stereosystem and Eagle GT (Trademark of Goodyear Tire and Rubber Co.) tires.The consumer can then get into the car and drive it in a virtualenvironment, which can comprise video images, computer generated images,or a combination of both. The virtual environments can be computergenerated images configured with three-dimensional data or digitizedvideo or film shot with 3-D technology. Furthermore, the virtualenvironment can be created using systems known in the art, which includethree-dimensional data, point of view position data, and operableobjects controlled by a logic program.

In conjunction with any of the above or any other embodiments or methodsof the invention, Virtual Reality Markup Language (VRML) can be used topresent full 360 degree images of a selected product. This allows theproduct to be viewed from all angles and also allows the user to moveany “hinged” or otherwise movable components of the product todemonstrate its function.

Furthermore, the product, for example, a new dental drill, can bedemonstrated in a three dimensional immersive advertisement that enablesa remote user/consumer to handle the virtual drill and use it on avirtual patient in a virtual operation. The perspective of theuser/consumer in the three dimensional virtual space can be from thepoint of view of the virtual dentist conducting the operation. Thevirtual dentist can be controlled by the user/consumer using methods andsystems, such as those described in U.S. Pat. No. 5,973,704 (theentirety of which is incorporated herein by reference). Furthermore, thepoint of view of the user/consumer can be from a third position in thevirtual three dimensional space, so that the user is not onlycontrolling the actions of the virtual dentist, but is viewing theaction as a third virtual person.

Also, a Product and Service Descriptor Module can be provided to displaythe product and all information available including pricing. This modulecomprises a database of products and services and their specifications.It allows the user to obtain detailed information about thespecifications of any product or service included in the database.

BRIEF DESCRIPTION OF THE DRAWINGS

FIG. 1 illustrates the general architecture of a system for performingimmersive advertising in accordance with the present invention.

FIG. 2 is a state diagram illustrating an example of operationsperformed by a computer running software according to one embodiment ofthe invention.

FIG. 3 illustrates a preferred method of configurableimmersive-advertising in accordance with the present invention.

FIG. 4 illustrates a preferred method of non-configurable immersiveadvertising in accordance with the present invention.

FIG. 5A is a screen display illustrating a user interface web page forselecting a configurable primary image model.

FIG. 5B is a screen display illustrating a user interface web page forselecting a series of fill images to be displayed within the primaryimage model.

FIG. 5C is a screen display illustrating a presentation web page of thepresent invention.

FIG. 5D is a screen display illustrating a user interface web page forselecting products to be purchased.

FIG. 6A is a screen display illustrating a user interface web page forobtaining additional information about related products.

FIG. 6B is a screen display illustrating a user interface web page forselecting a dynamically altered image component that can serve as a fillimage to be displayed within the primary image model.

FIG. 6C is a screen display illustrating a presentation web page of thepresent invention.

FIG. 6D is a screen display illustrating a presentation web pagefeaturing a 360 degree image.

FIG. 6E is a screen display illustrating a presentation web pagefeaturing a viewer movable component within the primary image model.

DETAILED DESCRIPTION OF THE PREFERRED EMBODIMENTS

FIG. 1 illustrates the general architecture of a system for performingImmersive advertising in accordance with the present invention. Thissystem may include an advertising sequence 100 stored in a memory 102,an image database 104, a user interface 106, a presentation web page108, and processor 110 adapted to perform a logic program 112. Anapplication server is in electronic communication with each of the userinterface, the memory, and the image database. The advertising sequenceincludes a plurality of single frame primary image models 114. Thesesingle frame primary image models may be created using numerousavailable technologies, such as video, film, still frame photography, orcomputer generated imaging (CGI).

The photography sequence is then broken down into single frames formanipulation. It is these single frame images that will comprise theprimary image models that serve as the base for the presentation. Withinthe body of a primary image model, various components such as clothingor background images are manually lifted (removed) from the photograph.This may be accomplished using graphic editing software commonly knownto those skilled in the art.

A user can then use the fill images to configure the resulting blankcomponents. The image database contains a plurality of fill images 116,which can include still frame images or dynamically altered componentsof the single frame primary image models. The logic program 112 providesa means for a user, via the user interface 106, to configure theadvertising sequence 100 using the image database 104, wherein the usermay select fill images 116 to be displayed within single frame primaryimage models 114. The single frames are then reassembled and theresulting advertising sequence is displayed at the presentation web page108. Common applications such as Macromedia's Flash technology or JAVAwill be used to present the final stored image on screen. Also, VirtualReality Markup Language (VRML) can be used to present full 360 degreeimages of a selected product. This allows the product to be viewed fromall angles and also allows the user to move any “hinged” or otherwisemovable components of the product to demonstrate its function. TheProduct and Service Descriptor Module is the component that will displaythe product and all information available including pricing.

FIG. 2 illustrates an example of operations performed by a computerrunning software that enables users/consumers to customize advertisingand to view it in an interactive setting. The overall operation 200 ofthe computer includes: an upload operation 210; a build customizedadvertising operation 220; a real-time interaction operation 230; and asearch data structures operation 240.

The upload operation 210 can upload interactive multi-mediapresentations 250, other applications and programs 260, customizedproducts and services that are advertised 270, and a graphical userinterface 280 that enables a user/consumer to control the interactiveadvertising 250. The graphical user interface can include the followingfunctions among others: a start sequence function; a stop sequencefunction; a resume sequence function; a speed control; a modifybackground function to change the background of the presentation; achange perspective function, which allows the user to view thepresentation from a plurality of perspectives; a change productfunction, which allows the user to introduce different products to thepresentation; and a modify product function, which allows the user tomodify certain qualities or characteristics of a particular product,such as its color, or other specifications, during the presentation.

The build customized advertising operation 220 draws from variousdatabases of products 290, services 300, and multi-media presentationsor advertising sequences 310 to build a visual depiction of a product orservice or a multi-media presentation showcasing one or more products orservices.

The search data structures operation 240 can search an image database340, which holds a plurality of images of products, with numerous colorsand specifications of any particular product being represented in thedatabase. The search data structures operation 240 can also searchprimary image models 330, which include outlines or generic iterations,i.e., models of different products. The search data structures operation240 can further search advertising sequences 320, which can be asequence of frames that showcase a primary model 330 or a plurality ofprimary models.

FIG. 3 illustrates a preferred method of Immersive advertising accordingto the present invention. The method may take place on a wide areacomputer network such as the Internet or the World Wide Web and includesstoring an advertising sequence in memory, step 400. This advertisingsequence includes a plurality of single frame primary image models and aplurality of fill images that are configurable within the primary imagemodels. A user interface is provided, which interface may be a web pageor a specially designed interface application program that allows a userto selectively configure the fill images within the primary imagemodels, step 402. In so doing, the advertising sequence may becustomized based upon the user's selective configuration. Theadvertising sequence may then be displayed on a presentation web page,step 404. A user may then either reconfigure the advertising sequence,step 406, or stop the advertising sequence, step 408. A Product andService Descriptor Module will then provide more detailed informationabout the products and services advertised, step 410.

An optional 360 degree view of the primary image model may also beprovided, step 412. A user may then select the product or service forpurchase, step 414, and, if desired, begin the process again, step 416.

FIG. 4 illustrates an alternate preferred method of Immersiveadvertising. In FIG. 3, a non-configurable method of Immersiveadvertising is shown, and otherwise, like numbers refer to like aspectsof the present invention.

FIGS. 5A-5D and 6A-6E are successive screen displays furtherillustrating Immersive advertising in accordance with the presentinvention. Many alternative formats to the Immersive advertisinginvention are possible and FIGS. 5A-6E are only representative examples.As shown, Immersive advertising allows a user to select (or enter)various preferences regarding featured products or services. Thesepreferences include not only broad selections such as category ofproduct or service but also more specific preferences such as specificbrands within the category, specific models of a particular brand, andeven specific colors or other fine details of a particular model. Onceall of these selections are made, an advertising sequence customized forthe user is displayed. This display can include a 360 degree view of theproduct or of specific aspects of the product.

For example, FIGS. 5A-5D depict a method and system where a user canview sporting equipment, such as surf boards and surf gear, and boardshorts. In FIG. 5A, a user can chose from one of four athletes: asurfer, a skate boarder, a sky diver, or a wake boarder. If the userclicks on the surfer, the page depicted in FIG. 5B is delivered to theuser's computer terminal. Now the user can chose one of among three wetsuits, three board shorts, and three surf boards. The user can make hisor her selections from among the displayed products, and a multi-mediapresentation of a surfer using those products is delivered to the useras shown in FIG. 5C. The multi-media presentation can be a sequence ofstill photographs, a video or film clip, or a sequence of computergenerated images or digitized hand-drawn graphics.

Thus, in this example, the user can chose among twenty-seven differentcombinations of products to customize the multi-media presentation. Thespecifications, such as size and color, of each product can also bemodified by the user during his or her customization of the multi-mediapresentation. Furthermore, the customized product or service can beviewed by the user in a virtual environment wholly or partiallycontrolled by the user/consumer. The virtual environment can be athree-dimensional advertising sequence. For example, the user can directthe video or film clip in real-time by viewing it from different anglesor perspectives, or by directing the movement of the surfer andinstructing the surfer, for example, to do various tricks. The user canview this interactive advertising sequence from the perspective of anactor within the virtual environment. Or the user can view theadvertising sequence from the perspective of an outsider.

This level of interaction, not only increases the amount of exposurethat the user gets to the products being advertised, but makes theadvertisement much more exciting and interesting. The modifications ofthe interactive advertisement will only be limited by the capabilitiesof the product in non-virtual real environments, thus allowing aconsumer to be creative and enjoy the immersive advertising experience.

For example, these systems and methods enable a user/consumer to testdrive a car chosen from a database of options, in a three-dimensionalvirtual environment. A graphical user interface will allow the remoteuser to control the direction and speed of the car as well as thevirtual camera view position. Thus, the user can test drive the car froma behind the wheel view or from any position outside the car.

Another illustrative example involves interactive advertisements ofmedical and dental devices. In this example, a remote user can view aninteractive advertisement of a dental drill, for example. The dentaldrill may contain options, and the remote user can assemble the drillfrom its component options to create a drill of choice. The remote usercan then view the drill from any angle by using a graphical userinterface that enables the user to view the drill from any virtualcamera angle. The user can then actually use the dental drill in aninteractive, three-dimensional, virtual environment. An advertisingsequence can be provided from a database of advertising sequences. Theuser can control the advertising sequence by directing the virtualcamera angle, the specifications of the product being advertised,choosing between different products, and directing the actions ofvirtual actors.

Then, as shown in FIG. 5D, the user can be offered the chance topurchase any or all of the products and services displayed in theinteractive, multi-media presentation.

FIGS. 6A-6E show a method and system that enables a remote user/consumerto build his or her own car, and to then test drive it in a dynamic,virtual environment. In FIG. 5A, the user has already chosen a Ferrari(Registered trademark of Ferrari North America and Ferrari S.P.A.). Nowthe user/consumer can choose among a plurality of accessories, such asstyle of rims to place on the Ferrari. Then, as shown in FIG. 6B, whichis an active server page, the user is given the opportunity to chose acolor in which the car is offered; red, black or white. FIG. 6C showsthat the user has chosen red, and is now given the opportunity to modifythe interior of the car and the engine specifications of the car. If heclicks on “interior”, he gets a closer look at the interior of the car(FIG. 6D), and can modify the interior specifications by clicking on oneof the accessories provided beneath the photograph of the interior or byclicking on the desired component within the photograph of the interior.For example, he can click on the stereo, and be provided with a numberof stereo options with which to modify his customized car. Themodifications can be made in a dynamic setting enabled by an activeserver page.

If the user/consumer clicks on “engine” in FIG. 6C, then the page shownin FIG. 6E will be delivered to the user's terminal. The user can zoomin on any component within the engine bay and dynamically remove thatcomponent and view it from any angle or perspective in real-time.

Finally, in an interactive multi-media presentation, the user is able todrive the car in one of a number of dynamic, virtual environments. Theuser can chose the virtual environment and then test drive thecustomized car as if he were in it and driving it himself. A graphicaluser interface is provided that enables the user to control the speedand direction of the car as well as the view or perspective from whichthe user views the interactive multi-media presentation of the car.

The methods and systems described herein can be used to advertise anyproduct or service. Among them are clothing, shoes and accessories; carsand car products and accessories; motorcycles and motorcycle gear andaccessories; watercraft; medical and surgical devices and instruments;cosmetics; household products; furniture; writing instruments; officesupplies and equipment; sports equipment and gear; electronic equipment;scientific instruments; food items and recipes; tours of restaurants;and travel tours among other products and services not listed.

Although specific examples have been shown in the drawings and describedin detail in the specification, the invention is susceptible toalternative forms and methods. Therefore, the invention is not limitedto the particular forms or methods disclosed, but instead, covers allmodifications, equivalents, and alternatives within the scope of theclaims that follow.

1. A computer system, comprising: a computer which reads a primary modelwhich represents a three dimensional version of an item which iscontrollable to allow viewing the item in three dimensions, and whichalso reads at least one filling part for said primary model, whereinsaid computer uses said filling part image to fill in areas within saidprimary model; wherein said computer system accepts inputs from a remotecontrol area, and where said inputs control viewing the item from aplurality of different perspectives and which inputs allow selecting atleast one parameter for the item, where said parameter includes at leasta color of the item, and responsive to said accepting the selection of acolor, said system changes the look of the item to match the selectedcolor.
 2. A system as in claim 1, wherein said item is a vehicle andsaid model is a three dimensional model of the vehicle.
 3. A system asin claim 1, wherein said filling part is an image of an accessory forsaid item.
 4. A system as in claim 2, wherein said parameter is a colorof a part of said vehicle.
 5. A system as in claim 4, wherein saidparameter represents a color of an exterior of the vehicle.
 6. A systemas in claim 4, wherein said parameter represents a color of an interiorof the vehicle.
 7. A system as in claim 6, wherein said computer systemalso accepts inputs representing an interior color of the vehicle, andautomatically changes the interior color of the vehicle in said primarymodel.
 8. A system as in claim 4, wherein said wherein said filling partis an image of an accessory for said vehicle.
 9. A system as in claim 4,wherein said system allows selecting, using a graphical interface, anarea within the vehicle, and showing different options for customizingsaid area.
 10. A system as in claim 9, wherein said system customizessaid area based on a selection.
 11. A system as in claim 9, wherein saidarea is a stereo within the vehicle, which shows a number of differentstereo options that can be used to customize the stereo.
 12. A system asin claim 9, wherein said system allows zooming into different itemswithin the vehicle.
 13. A system as in claim 9, wherein said zoomingallows zooming into an engine compartment.
 14. A system as in claim 2,wherein said system also allows virtual driving of the vehicle.
 15. Asystem as in claim 14, wherein said system controls a simulated speed ofthe vehicle as part of said driving.
 16. A system as in claim 14,wherein said system controls a simulated direction of the vehicle aspart of said driving.
 17. A method, comprising: using a computer tocombine a primary base image which represents a three dimensionalversion of an item which is controllable to allow viewing the item inthree dimensions with at least one filling part for said primary model,wherein said computer uses said filling part image to fill in areaswithin said primary model; receiving at least one input over a channel,said at least one input having multiple selections, and where saidmultiple selections control viewing the item from each of a plurality ofdifferent perspectives; based on a first selection at a first time,viewing said item from a first perspective; based on a second selectionat a second time, viewing said item from a second perspective differentthan the first perspective; based on another of said inputs, selectingat least one parameter for the item, where said parameter includes atleast a color of the item; responsive to said accepting the selection ofa color, viewing said item in a color to match the selected color.
 18. Amethod as in claim 17, wherein said item is a vehicle and said baseimage is a three dimensional model of the vehicle.
 19. A method as inclaim 17, wherein said filling part is an image of an accessory for saiditem.
 20. A method as in claim 18 wherein said parameter is a color of apart of said vehicle.
 21. A method as in claim 18, wherein saidparameter represents a color of an exterior of the vehicle.
 22. A methodas in claim 18, wherein said parameter represents a color of an interiorof the vehicle.
 23. A method as in claim 22, wherein said computermethod also accepts inputs representing an interior color of thevehicle, and automatically changes the interior color of the vehicle insaid primary model.
 24. A method as in claim 20, wherein said whereinsaid filling part is an image of an accessory for said vehicle.
 25. Amethod as in claim 20, wherein said method controls selecting, using agraphical interface, an area within the vehicle, and accepting optionsfor customizing said area, and customizing said area based on aselection.
 26. A method as in claim 25, wherein said area is a stereowithin the vehicle, which shows a number of different stereo optionsthat can be used to customize the stereo.
 27. A method as in claim 17,further comprising zooming into an engine compartment of the vehicle tosee further details of the engine compartment.
 28. A method, comprising:using a computer to combine a primary base image which represents athree dimensional version of an item which is controllable to allowviewing the item in three dimensions with at least one filling part forsaid primary model, directing said computer to use said filling partimage to fill in areas within said primary model; receiving at least oneinput over a channel, said at least one input having multipleselections, and where said multiple selections control viewing the itemfrom each of a plurality of different perspectives; based on a firstselection at a first time, viewing said item from a first perspective;based on a second selection at a second time, viewing said item from asecond perspective different than the first perspective; based onanother of said inputs, directing an action of at least one virtualactor who interacts with said item.
 29. A method as in claim 28, whereinsaid item is a vehicle.
 30. A method as in claim 28, wherein saidfilling part selects a color.
 31. A computer server, comprising: a userinterface which accepts inputs representing customization of products, adata base storing information about at least one product, and storingcustomization information about said product; said user interfaceaccepting input from a user which allow customizing the product, saidcustomizing including changing at least one characteristic of theproduct to form changed characteristics; a simulation part, whichresponsive to said changing characteristic, provides a different view ofthe product which has said changed characteristics; and said simulationpart controlling viewing the product with the changed characteristicfrom a number of different angles.
 32. A server as in claim 31, whereinsaid changed characteristic includes color.
 33. A server as in claim 31,Wherein said product includes an automobile.
 34. A server as in claim31, wherein said server delivers a view of a customized product to auser's terminal.